The Perfume Shop saw a Valentine’s Day boost, reporting it sold more than 240k bottles of perfume between 01 – 14 Feb 2026, which helped drive a +34% increase in sales across its fragrance portfolio.

Gift sets proved popular, rising +50% compared with the same time last year, while last-minute sales online drove a +12% jump on 12 Feb, the website’s busiest day during the period.  

Perfumes from brands such as Lancôme, Yves Saint Laurent and Prada were among the top selling lines for women, while popular choices for men’s fragrances included Dior, Hugo Boss and Joop! Homme.

“Perfume is more than just a gift; it is a meaningful expression of love, care and thoughtfulness,” said Andrea Rickard, Trading Director at The Perfume Shop.  

This focus on thoughtfulness mirrors one of the key trends shaping Valentine’s Day spending in the UK this year. According to data from VoucherCodes “effort over expense” was a key driver in buying decisions, with 42% of shoppers guided by “emotional ROI” when purchasing gifts.

This focus on extra effort and personal touches was also evidenced in uptake across The Perfume Shop’s personalised services. It said it delivered 39,655 personalised ribbons and 983 engraved fragrances, marking a +2% rise compared to 2024. 

“We are delighted that our personalised services continue to be well received, as they play such an important role in making the perfect gift,” Rickard added.

Separate wider ecommerce data from delivery management platform, Scurri, showed online orders surged in the lead up to Valentine’s Day 2026, with Sun 08 Feb 2026 recording the highest uplift, +103% year-on-year, followed by Mon 09 Feb 2026 (+76%).

Its data also showed a continued shift toward convenience-led fulfilment; weekend delivery volumes rose +44% compared to 2025, while Next Day delivery also increased by +26%.

“Our Valentine’s data [shows] shoppers are increasingly delivery aware,” Rory O’Connor, Founder & CEO of Scurri, commented. “Retailers can capitalise on these trends by bringing delivery forward in the buyer journey, including placing delivery options at checkout to drive completion rates.”